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2 Ways to Make Sure That Brides Respond to Your Ads

Wedding Professionals:

{Special Note: Due to popular demand, I'm now featuring this November 2009 blog post again. BridalTweet has a lot of new members (7,900+) and I didn't want those new members to miss out on this advice.}

“What motivates a person to click on an ad is really not a separate question from what motivates a person to click on anything,” said Clay Shirky, media whiz. “They think they’ll be happier after the click than before.”

I see this happen all too often. A wedding vendor will spend a ton of money on an advertisement in an expensive magazine, on a popular website, or even in an email. The next thing you know, the vendor is shocked by the incredibly low response rate that he or she received. The vendor invested time and money on something that just didn’t work.

So, what went wrong? Is advertising a big waste of resources?

Definitely not. Often times (but not always) the problem is the advertisement itself and NOT where the ad was placed. Here are two best practices that I’ve learned along the way to help increase the effectiveness of the ad itself. These two tips will help increase your advertisement’s response rate and ultimately, they will help you attract more brides.

1. What’s in it for the bride? For any advertisement to drive a high response rate, it must effectively communicate what is in it for the bride. In other words, it must communicate how the bride will benefit from your services. This message needs to be simple, clear and obvious when a bride first glances at your ad. You only have a few seconds to grab a bride’s attention, so this main message must “pop.” Look at your most recent advertisement. Does the main benefit that you deliver “pop?”

2. What do you want the bride to do? I can’t tell you enough how important it is to clearly communicate this in your advertisement. In every ad, you must tell brides what you want them to do. Do you want the bride to call you, email you, visit your website, fill out a survey, etc.? Pick one (yes, only one!) thing that you want the bride to do and make that extremely clear in your advertisement. In marketing, we call this message the “call-to-action.” For example, if you want to create an online advertisement that will encourage brides to visit your website, then add language in your online advertisement that says “Learn More” or “Click Here.” This can be very effective whether your ad is an email or even a tiny banner. You may also want to place this language inside a larger, colorful button that will really grab the bride’s attention. If your ad is a full webpage or email, then be sure to repeat this “call-to-action” or message towards both the beginning and end of the advertisement. In your most recent advertisement, did you make it your “call-to-action” as clear and obvious as possible?

Can you think of any other best practices that have helped you increase your advertisement’s response rate? If so, please comment below.

About This Blog: Christine Dyer is the Creator and Founder of BridalTweet. Christine has an MBA in marketing and shares over ten years of marketing expertise with the wedding community. In this weekly blog, you'll find advice on an array of wedding business topics such as how to market to brides, social networking, wedding PR, wedding sales, vendor networking, branding, pricing and much more. Please pass this news along to your own professional wedding network. To receive this advice in your email inbox each week,
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Comment by Chitra on November 18, 2009 at 6:56pm: ...A really great article, thank you...! :)

Comment by Annette Aaron on November 19, 2009 at 7:05am: I'm going to review my ad based upon your excellent suggestions

Comment by franklyn margasak on November 21, 2009 at 10:50am: I agree with your basic assessment, the challenge is where to advertise and how. I have written to you before regarding getting out the word. I am trying to access both Brides and Planners, I do wedding portraits (Charcoal) for use on easels out side of venue and on table cards, even as decals on cups and glasses and of course invitations, and theme art (large backgrounds behind dais and banners). Should I advertise in regional magazines, national (Special Events), even though I have a career in advertising, selling your own product is a lot harder, any suggestions would be welcome

Comment by Mitch Darnell, OSM on December 17, 2009 at 11:17am: Great tips! I find it hard to explain what I do. Your tip helps me to work harder on that - Thanks Christine! And Happy Holidays to everyone!

Mitch @ www.ForeverInspired.net

Comment by Theresa Washburn on January 3, 2010 at 8:25pm: I agree too much info at once is not the way to hold their attention. Their time is so valuable and reading a long ad will not work. A video on youtube has been very valuable to me. charmingbows.com

Comment by COLLEZIONE FORTUNA FASHION BOUTI on March 10, 2010 at 6:05pm: What happened to the plain courtesy of returning phone calls?? I arrived at work Saturday morning finding a message from a Mother of the Bride on inquiry of a Mother of the Bride Dress. I returned her phone call and found she lived 150 miles away from my boutique. After discussing what she had in mind and I offered to open my store to accomodate her traveling to Carmel on my day off we arranged an appointment with a followup to confirm. After meeting her and giving her my time, she made a purchase for her Mother of the Bride dress! The reason given for her to travel is she had endless Bridal Salons close to her but know one on their staff was courteous enough to return her phone call. In this economy, any lead is worth looking into! I learned her daughter's Bridesmades have not yet purchased the dresses for the wedding and she was going to send them over!!!www.collezionefortuna.com

Comment by COLLEZIONE FORTUNA FASHION BOUTI on March 10, 2010 at 6:26pm: Facebook and other Social Marketing sights has worked better for me than any other form of Advertising. I wish this was around 6 years ago when I started my business..I would have had a lot more resources in dollars and sense and work with. I also found targeting to the right market works keeping it short and sweet.

Comment by Julie Armstrong on July 8, 2010 at 11:44am: Excellent information! It's true - we know what we have to offer those bride's but they are bombarded with vendors constantly & only have a few seconds to at least capture their attention & hopefully that leads to their business.
www.weddinginvitationplace.com

Comment by Unique_Celtic_Wedding_Rings on July 9, 2010 at 6:49am: Great article - thanks for the reminder!

Comment by Bridal Show Southern California on August 24, 2010 at 11:37am: Gosh thanks Christine. I'm always open to learn new things. In the ever changing times and with our communication changing constantly we need to keep up. Please... go to my web.. help!!!! I'm trying to capture vendors and brides. Constructive critism welcome. http://www.DayoftheDiva.com